A website should be treated like an employee rather than an online brochure.
It should perform a specific need or service. It should get paid an annual salary for the specific need or service it performs. And it should produce a return on investment for the salary it is paid.
Ongoing investments of assets, technology and beautification should be consistent if the website is to grow and succeed. Monitoring real time behavior and performance is not only necessary, but vital.
Finally, websites should have quarterly and annual performance reviews. Increases or decreases in salary (marketing spend) depend upon performance.
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